Brandwave

OZtrail vs Sea to Summit:Which is more popular?

In September 2026, OZtrail had more branded searches than Sea to Summit among camping gear brands in New Zealand. OZtrail had about 2,090 branded searches, while Sea to Summit had 720. OZtrail made up 1.7% of all camping gear brand searches we track, and Sea to Summit accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about camping gear brands, Sea to Summit appeared in two of the five answers and OZtrail in one. Sea to Summit was mentioned before OZtrail in two out of three answers that named either.

Among camping gear brands in New Zealand in September 2026

Who do people search for more?

OZtrail, about 3 searches for every 1 for Sea to Summit

OZtrail 2.1K searchesSea to Summit 720 searches

Who does AI mention more?

Sea to Summit, mentioned in 2 of 5 answers, OZtrail in 1

Sea to Summit in 2 of 5OZtrail in 1 of 5

Who does AI recommend more?

Sea to Summit, named ahead of OZtrail in 2 of 3 answers

Sea to Summit first in 2OZtrail first in 1

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Top camping gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sea to Summit was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. OZtrail was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Sea to Summit was listed before OZtrail in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Macpac1st
  2. Kathmandu2nd
  3. Kiwi Camping3rd
  4. Coleman4th
  5. OZtrail5th
  6. Zempire6th
  7. Sea to Summit6th
  8. Black Wolf–
  9. Companion–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kathmandu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macpac4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kiwi Camping3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zempire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Coleman2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sea to Summit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OZtrail1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Black Wolf0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Companion0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about camping gear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is OZtrail or Sea to Summit more popular in search?

This chart shows how often people search Google for OZtrail and Sea to Summit by name. Each line represents a brand's share of searches for all nine camping gear brands we track, month by month, from searches in New Zealand.

OZtrail and Sea to Summit among camping gear brands in New Zealand, by month

Share of searches by month for OZtrail, Sea to Summit. The figures are in the table below the chart.

View monthly share of searches table
MonthKathmanduMacpacZempireKiwi CampingOZtrailColemanSea to SummitBlack WolfCompanion
Oct 202541.6%43.3%6.8%3.8%2.2%1.3%0.64%0.34%0.01%
Nov 202545.9%39.4%6.1%3.9%2.3%1.6%0.54%0.28%<0.01%
Dec 202540.9%41.3%7.6%4.2%3%2.3%0.46%0.21%0.01%
Jan 202638.7%39.1%10.3%5.6%3.2%2.3%0.52%0.28%0.01%
Feb 202642.9%44.7%4.9%3.3%2%1.2%0.73%0.24%0.01%
Mar 202645.5%47%2.6%2.2%1.1%0.67%0.65%0.25%0.01%
Apr 202650.3%44%2.1%1.7%0.72%0.43%0.52%0.25%0.01%
May 202647.3%48.3%1.5%1.2%0.54%0.3%0.58%0.28%0.01%
Jun 202648.3%48.1%1.3%0.82%0.53%0.26%0.4%0.2%0.01%
Jul 202652.6%43.1%1.7%0.95%0.65%0.36%0.43%0.22%<0.01%
Aug 202650.2%43.2%2.6%1.4%1.2%0.52%0.52%0.33%0.01%
Sep 202647.9%41.9%4%2.5%1.7%0.94%0.6%0.39%<0.01%

How has the OZtrail and Sea to Summit comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Sea to Summit took it in May 2026, OZtrail took it in June 2026.
  • Across the 12 months ending September 2026, OZtrail’s share of searches among camping gear brands in New Zealand moved from 2.2% to 1.7%, and its estimated monthly branded searches moved from 3K to 2.1K.
  • Across the 12 months ending September 2026, Sea to Summit’s share of searches among camping gear brands in New Zealand moved from 0.64% to 0.6%, and its estimated monthly branded searches moved from 880 to 720.

How did search popularity change for New Zealand camping gear brands in September 2026?

2 changes

  1. In September 2026, OZtrail gained share of searches among camping gear brands in New Zealand, from 1.2% to 1.7%.

  2. Estimated monthly branded searches for Sea to Summit in New Zealand fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using OZtrail’s and Sea to Summit’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

OZtrail

12 branded search terms

  • oztrail
  • oztrail blackout tent
  • oztrail camping
  • oztrail fast frame
  • oztrail fatmat
  • oztrail gazebo
  • oztrail hiker fly
  • oztrail queen stretcher
  • oztrail stretcher
  • oztrail stretcher tent
  • oztrail swag
  • oztrail tent

Sea to Summit

1 branded search term

  • sea to summit

How the Brand Demand Index is measured

Other head-to-heads among camping gear brands

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